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In the present study, non-Newtonian flow in annular pipe is considered. The analytical solution for velocity and temperature fields is presented while entropy generation due to fluid friction and heat transfer is formulated. The third grade fluid with constant properties is accommodated in the analysis. It is found that reducing non-Newtonian parameter increases maximum velocity magnitude and maximum temperature in the annular pipe. Total entropy generation number attains high values in the region close to the inner wall of the annular pipe, which becomes significant for low non-Newtonian parameters. Increasing Brinkman number enhances entropy generation number, particularly in the region close to the annular pipe inner wall